The hidden pain behind the growth of color TV sales

Many people think that the popularity of the Internet is not the main reason for the decrease in the TV operating rate. Although the same as a means of dissemination of information, the Internet's resource advantage is indeed obvious. But the TV itself is more of a home appliance that can communicate with the family. The family is sitting together and eating a meal, watching a soap opera, and talking about the reality of the news network broadcasting far more than the Internet. It is impossible to imagine how a family would be without TV. .

2010-2012 TV Industry Evolution

Even if you join the Internet, it will evolve. Is it catalytic or excessive?

With the rapid growth of the market economy, almost all people are shouting. The fastest time to earn money has passed. As we said at the beginning, the price of mainstream TV has been between 2000 and 5,000 yuan, and the size has been increasing but the price is basically the same. There will not be much change. In previous years, manufacturers could still make a big profit. Until now, they have only depended on quantity for profit. And the competition with the industry is fierce

After all, domestic panel makers are more active in BOE panels. Most of the other panels come from Taiwan's AUO, while high-end TVs use Sony, Samsung, and LG.

In order to increase the sales volume and open up new breakthroughs, new televisions such as smart, network, and cloud emerged. In fact, it was not evolutionary. It was merely a soft element of the Internet. In the subsequent years, the sales situation did indeed show a growth trend. It's not as bad as it is a catalyst, or overage.

This evolutionary approach is more like adding a flower to your beautiful glass, and adding a few stripes to your chopsticks.

Industry says this is "overdraft"

In 2013, the TV industry had a statistical sales figure of 47.1 million units. At first glance, this is a good figure, right? But let's take a look at how the industry views it.

Data Institute Yikang:

Under the influence of market demand overdrafts, the sales volume of the color TV market will decline in 2014, the decline rate is expected to be 1.9%, and the sales volume will drop to 46.2 million units.

Data organization Ovi Consulting:

Affected by the withdrawal of policies and overdraft, the overall size of the color TV in 2014 will be slightly lower than in 2013. Ovi believes that this year's TV sales decline is even close to 5%.

summary:

The overall reason is nothing more than three major points in the industry.

1: The TV product itself is not a consumable product. A TV can last from 3 years to 10 years, so it should have reached a full state. When we look closely, we can see the presence of manufacturers in many international exhibitions and expand overseas business. This is a necessary trend. From each financial report, we can also clearly see that the value of exports has increased significantly, and at the same time, we have expanded our diversified products. However, the majority of small household appliances are dominated, and the easiest way is to acquire.

2: The end of the government's home appliance subsidy policy, relying on small profits but quick turnover in the television industry has lost a fast cake, and the enthusiasm of enterprises has slowed down.

3: The prices of high-end TVs are too high. The OLED, 4K, and curved screen TVs launched in 2013 will be priced at RMB 10,000 due to the material itself and various comprehensive factors. As a result, prices of hundreds of thousands of units may not be able to drive market demand.

Many of my friends reflected that whether they are white or black and white, the quality of old home appliances is better than a few years ago. In the past, the materials used in compressors, refrigerators, components, and Accessories in TV refrigerators were aluminum and non-copper. The service life can exceed the guaranteed years. And so far, we may need only three years to scrap a color TV. This is not only a bad time but also a glitch from time to time. One joke is not a joke that home appliances sold to the waste recycling terminal, unless you can use the normal home appliances, otherwise you sell a refrigerator color TV may not be worth 50 dollars, while the old refrigerator can easily sell 150 yuan.

From 2002 to 2004, the output of color TVs grew by an average of 17.5%, with an average annual growth of 15.8%, and an average annual growth of 28.1%.

In 2004, it sold 35 million units, of which the mainstream was CRT TV.

In 2005, LCD TVs and LED TVs gradually replaced color TV tubes. Although the 4:3 TV has a share of 73%, it seems that the potential of the 16:9 format has run out.

In 2006, 35.82 million units were sold, and CRT TVs continued to erode. At the same time, due to the high profile of rear-projection color TVs and plasma TVs, it was difficult for the industry to surpass the sales figures beyond 2 digits.

In 2007, Ovid Data said that TV sales were 35.6 million and the color TV size was further expanded to about 32 inches.

Changes in 2008...2009...2010 have not been listed one by one. Anyway, the progress of the industry has been relatively stable. As foreign, Hong Kong, and Taiwanese manufacturers gradually enter the market because of the more relaxed domestic development environment. A number of veteran domestic TV manufacturers could not keep up with the rhythm and “flash back”. Some private companies actively responded to hold up a good deal of the day. Although they have been using screens imported from Taiwan, South Korea and Japan, they have greatly restricted the color TV industry. development of.

summary:

Summarizing the two words is "stable." The annual sales volume can basically exceed 50% of global sales. The surface number looks good, but the consumer's perspective is still a lot of losses. In that year's wage level, an ordinary family buying a color TV may have to pay for it in five or six months. At that time, I wanted to buy a TV but I wanted a family to go to several shopping malls and study for several days to be determined to buy "big things."

CRT TVs can also be called CRT TVs. Whatever quality is said, a TV can be used for seven or eight years, and its features and advantages are almost indistinguishable. Therefore, until 2008, sales have been very stable until the late appearance of LCD and LED TVs. Accelerated sales in some markets, and plasmas, rear projections, and other televisions are small-minded products with high prices and low sales.

The trend of industry progress

Let us summarize the development trend of the television industry.

In the early days, naturally, CRT kinescope television became popular. Mid-term LCD and LED parallel production, small-scale sales of rear projection and plasma TV production. Now that most of the large-size LED is now, if the OLED and 4K TV can be mass-produced and inexpensive, it will naturally become the next popular direction of TV.

During the period, domestically produced TV brands did not fail. For example, Skyworth, TCL, Changhong, and Konka, together with local technology companies, formed a company named Julong Optoelectronics in 2006. The main purpose is to develop their own TV screens and achieve their goals of being separated from foreign companies. For the purpose of the restriction, a nearly 100 billion investment plan was once transmitted. Finally, it was caused by various factors.

Maybe some friends will think of whether 3D, cloud, smart, Internet TV, etc. should be considered a kind of progress? From a technical point of view, these are more of an optimization. On the basis of the original, some functional modules are added. In essence, the TV is still the TV. We can see the factors that really drive the progress of the TV industry. Most of them are still on TV. Its own material and core technology, not adding an "accessory" is evolution.

Consumers are a group that is hard to be guessed. It is not the manufacturers who do hundreds of thousands of investigations that they can understand our psychology. In fact, our real needs are very simple. We can purchase the best products at the best price. We don’t want you to have a lot of features and configurations. What we need is a playful and comfortable look. TV.